Clear Channel Outdoor is offering organic food brands the chance to target “organic shoppers” through a network of six-sheet poster sites and point-of-sale opportunities at various Sainbury’s stores. The outdoor company has signed up Yeo Valley Organic as its first brand.
The company has created the network, which is available in Sainsbury’s stores with high sales of organic food, through EPOS data, geographic and lifestyle targeting, along with its own labelling system to identify top-performing stores in the organic sector. Clear Channel says the network could also be expanded to other sectors including health and beauty, music and household items.
Taylor & Taylor Advertising media director Mike Bishop, who works on the Yeo Valley Organic account, says: “Sainsbury’s is a major source of retail sales for Yeo Valley Organic, so a strong PoP presence is an important element in the media mix. The facility to target stores that have a high proportion of organic sales increases the effectiveness of the campaign.”
Rob Atkinson, group sales director at Clear Channel Outdoor, says: “We can identify stores with the highest volume of organic sales, allowing advertisers to reach audiences with a high propensity to buy.”